Yesterday Saks launched an art-driven, in-store pop-up shop devoted to the line 3.1 Phillip Lim. Today, the iconic Parisian department store Printemps announced a new denim bar intended to further showcase contemporary, casual fashion. With the denim housed on shelving designed to look like refrigerators, the space is modeled after a New York deli. Updated approaches to selling what’s hip seem to be having a moment in the biggest fashion cities’ most venerable department stores.
Besides the bodega-themed design, Printemps’ new denim shop-in-a-shop has a techie side, too. To take the difficulty out of shopping for jeans, the space’s designated fitting rooms are outfitted with screens for taking rear view snapshots. (Hm, we seem to recall British department store Selfridges doing the same thing in the recent past.) Brands on offer include Seven For All Mankind, Acne, Notify, Current/Elliott, J Brand, Rag & Bone, and Balmain.
Last but not least, from May 24 to June 23, the store is holding a “Hymn to Denim” festival. The fête will feature a Diesel cafe and window displays showing New York ‘it’ girl types — like Jessica Joffe and Harley Viera-Newton — wearing the new brands. Though virtual dressing rooms are on the rise and online retail editorial is sartorially inspiring, it’s hard to beat offline efforts like these when it comes to unique, fun consumerism.